Of the UK platforms hiring out party dresses this Christmas, HURR is the one that has just reached profitability for the first time, FashionUnited reported on 11 November 2026, citing a LinkedIn post by chief executive Lauren Roberts.
HURR, By Rotation and Hirestreet were all confirmed trading on 14 November 2026. Other names that appeared in UK rental round-ups a few years ago no longer offer pay-as-you-go hire, which is why this list is short.
Eluxe’s earlier guide to places to rent designer clothes covers how hire works and what to check on a listing, and a separate piece looks at ethical evening dresses for big nights out. What follows is narrower: the UK platforms taking party bookings in 2026, with prices taken live on the day of checking.
HURR: peer-to-peer hire, resale, and a first profit
HURR was founded in London in 2017 by Victoria Prew as a peer-to-peer fashion rental marketplace, with members renting from one another. It has since added resale and built partnerships with more than 130 premium brands and retailers, including Selfridges, John Lewis and Net-a-Porter. Roberts joined in 2021 and became chief executive in 2024, succeeding Prew. The company has raised around $10 million in venture capital funding, including a £7.9 million round announced in 2023.
Roberts said the business had spent the past 18 months reviewing its operations, spending, innovation and product development. “Getting here has been anything but glamorous. There have been difficult decisions, plenty of things that haven’t worked, and an almost obsessive amount of attention paid to the smallest details of the business,” she wrote.
She added: “But for me, the significance of reaching profitability goes beyond Hurr. If we’re going to change how people consume fashion, circular business models need to make commercial sense too. We’re under no illusion that the work is finished. But this feels like a pretty exciting step forward, both for Hurr and for what we’re trying to build.”
Prices on HURR are set listing by listing. As an example of what a party dress cost on 14 November, the Damson Madder Dakota Bow Midi Dress was listed at “From £32.00 / 4 days” against a retail price of £120, with 30 days priced at £66 on the same listing. That is one garment on one day rather than a site-wide rate, so the figure that counts is the one showing at the time of booking. The platform has also introduced features including image-based search and item requests.
Hirestreet: a Christmas party edit hired for 30 days
Hirestreet hires brand-supplied stock, and its standard hire period is 30 days from delivery. The homepage on 14 November read: “The party starts with the outfit! Order today, return it in 30 days.”
On the Christmas party collection that day, hire prices ran from £18 for the Adia Embellished A-line Mini Dress, with an RRP of £90, up to £33 for the Milan Port Midi Dress, RRP £338. Dresses in between were listed at £20, £22, £23, £26, £29 and £32. A “RENT 2 FOR £30” promotion was advertised on the site, and membership was offered at £45 a month for five items for the first two months, then £75, with delivery and damage cover included. That membership rate is separate from the single-item hire prices.
Stock moves. Several pieces were marked Fully Booked when the collection was checked, among them the Rihanne Coat in Fawn and the Nobody’s Child Red Velvet Trixie Midi Dress. Hirestreet’s FAQ asks renters to check the size guide, measurements and reviews on each product page before ordering, and says exchanges are arranged through customer support at a £10 fee. Returns need no cleaning.
By Rotation, and the names that have cut pay-as-you-go hire
By Rotation remains a live peer-to-peer platform where members rent and resell to one another. As on HURR, prices are set per item and listed on each individual page, so the hire window matters as much as the headline figure: a four-day rate and a 30-day rate are not the same thing.
Two names familiar from older rental lists are absent for a reason. MyWardrobe HQ acquired the rental platform Rotaro in 2023 and, in the week of a 20 November 2025 interview, added the luxury handbag rental platform Cocoon, with the merged companies continuing under the Cocoon name, Vogue Business reported. Chief executive Coco Baraer Panazza said: “We’re dramatically reducing our pay-as-you-go rental offering, where you can rent something for a few days.” Subscription will continue for handbags, she said, as well as a limited selection of eveningwear and skiwear.
Prices and availability quoted here were those showing on 14 November 2026 and change from day to day, so each listing should be read at the point of booking. For anyone hosting rather than attending, Eluxe’s guide to throwing an eco-friendly party covers the table, the decorations and the leftovers once the outfit is settled.
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